Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

“But Claude, Advertising Doesn’t Work In This Town!” PDF Print E-mail

“But Claude, Advertising Doesn’t Work In This Town!”

 

Ready?...............

 

I was visiting a retail store in Canton Ohio. (population; about 400,000)

 

His business was struggling. His stock was mostly last years stock. Not pretty.

 

I asked him how he advertised. He said ““Oh, No, we don’t advertise at all. Advertising won’t work in this town. We tried it once years ago, and it didn’t work”.

 

If he would have been a subscriber, I would have offered some help. But I’ve stopped offering advice to people who don’t ask for it.

 

This man is suffering from a malady. It’’s called ignorance.

 

If he were a little more objective, he would have said ; “We tried advertising once years ago...and I couldn’t make it work”.

 

A smart answer would have been; “We advertised years ago...I couldn’t make it work...Do you know how to make advertising work?”

 

He made the giant mental leap that; If you try something once, and you fail...that the thing you tried doesn’t work. And since nobody ever claims responsibility for their own actions...it must be the town’’s fault.

 

On his way to work every day, this man passes dozens of retail stores that are thriving. Most of them advertise. Every day this retailer gets direct mail...the same direct mail that has been working for years, and never connects that “This must be working, I wonder what I’m doing wrong?”

 

And the ad he tried years ago that didn’’t work? What are the odds that this ad was a great ad? I asked this retailer if he ever read a book on retail advertising. Of course the answer was “No”,

Let’s say that you needed your appendix taken out. It’s an operation that is successful nearly 100% of the time. Any skilled surgeon can do it.

 

Imagine if our friend (the retailer I just mentioned) tried to take out your appendix. You would die. If I tried to take out your appendix, you would die. (so don’t ask me to)

 

But my retailer friend would conclude that “Surgery doesn’t work. A swollen appendix is always fatal””. See how this mis-information can get you into trouble?

 

Please don’t make the same mistake.
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

Amazon Verified Purchase(What's this?)

If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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